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How Steve Jobs Blew Up the Rules of Branding
Entrepreneur ^ | Tuesday, March 25. 2014 | Jonathan Salem Basking

Posted on 03/25/2014 8:23:11 AM PDT by Star Traveler

Apple blew up the rules of branding because Jobs simply didn't recognize them. He didn't follow the approved checklist, and he never did what he was supposed to do. He knew that someone else's success wouldn't be his own, not because of his ego, but because it's a fact that imitating others has never resulted in great successes. He left it to Apple's competitors to produce lame, unsold computers with colorful lids, knockoff ads that inadvertently made Apple look better and a world of smartphones and tablets that look like iPhones and iPads.

In doing so, Apple focused on doing one thing right: It was a business with a vision, a sometimes monomaniacal approach to operations, and a product and service offering that was consistent with its purpose.

Jobs' insight was that you can never connect emotionally or meaningfully with customers by conceiving great marketing. No segmenting, strategy, technology or psychological insight will deliver a great brand. You must deliver a great business. The brand will be the words and emotions people use to narrate it. Jobs focused on the cart, yet even today, most marketers confuse it for the horse.

(Excerpt) Read more at entrepreneur.com ...


TOPICS: Business/Economy; Culture/Society; Technical
KEYWORDS: apple; branding; stevejobs
Yep ... what the article said.
1 posted on 03/25/2014 8:23:11 AM PDT by Star Traveler
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To: Swordmaker

Something for the readership!


2 posted on 03/25/2014 8:23:44 AM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: Star Traveler; Revolting cat!
He didn't even care that Apple Music existed decades before "Apple" went into music.

Trademarks be damned.

3 posted on 03/25/2014 8:25:07 AM PDT by a fool in paradise (The Texas judge's decision was to pave the way for same sex divorce for two Massachusetts women.)
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To: Star Traveler

bookmark


4 posted on 03/25/2014 8:27:19 AM PDT by GOP Poet
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To: a fool in paradise

Sosumi


5 posted on 03/25/2014 8:28:20 AM PDT by CrappieLuck
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To: a fool in paradise

I don’t believe that’s an issue ... as everyone seems to be getting along fine in that area ... :-) ...


6 posted on 03/25/2014 8:29:22 AM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: Star Traveler

http://en.wikipedia.org/wiki/Apple_Corps_v_Apple_Computer

1978–1981[edit]

In 1978, Apple Corps, the Beatles-founded holding company and owner of their record label, Apple Records, filed a lawsuit against Apple Computer for trademark infringement. The suit was settled in 1981 with an undisclosed amount being paid to Apple Corps. This amount had been estimated to be US$50–250 million, but was later revealed to be $80,000.[1] As a condition of the settlement, Apple Computer agreed not to enter the music business, and Apple Corps agreed not to enter the computer business.

In September 2003, Apple Corps sued Apple Computer again, this time for breach of contract, in using the Apple logo in the creation and operation of Apple Computer’s iTunes Music Store, which Apple Corps contended was a violation of the previous agreement...

On 5 February 2007, Apple Inc. and Apple Corps announced a settlement of their trademark dispute under which Apple Inc. will own all of the trademarks related to “Apple” and will license certain of those trademarks back to Apple Corps for their continued use. The settlement ends the ongoing trademark lawsuit between the companies, with each party bearing its own legal costs, and Apple Inc. will continue using its name and logos on iTunes. The settlement includes terms that are confidential, although newspaper accounts at the time stated that Apple Computer was buying out Apple Corps’ trademark rights for a total of $500 million....

—— Blew up the rules by ignoring agreements


7 posted on 03/25/2014 8:33:23 AM PDT by a fool in paradise (The Texas judge's decision was to pave the way for same sex divorce for two Massachusetts women.)
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To: Star Traveler

More insight on Apple’s marketing/branding success.

Simon Sinek - The Golden Circle - TedTalks 2009

“People don’t buy what you do, they buy why you do it”

https://www.youtube.com/watch?v=fMOlfsR7SMQ


8 posted on 03/25/2014 8:35:54 AM PDT by Zeneta (Thoughts in time and out of season.)
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To: a fool in paradise

Let the companies battle it out - that’s what they do. What works for me are the Apple products I have in hand.

Other people can “grouse” about it all they want ... LOL ...


9 posted on 03/25/2014 8:42:21 AM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: a fool in paradise

“—— Blew up the rules by ignoring agreements”

Here is a hint: between 1978(!) and 2003, things had changed.

Apple Corps (by that time mostly irrelevant) got a payoff, and went away. iTunes now sells a ton of Beatles music. End of story. :-)


10 posted on 03/25/2014 8:46:29 AM PDT by PreciousLiberty
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To: PreciousLiberty; a fool in paradise

You bet! I’ve got a ton of Beatle music from iTunes. I guess Apple (both of them) is (or are) “raking in the dough now. Good for them.


11 posted on 03/25/2014 8:54:04 AM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: Star Traveler

“Jobs’ insight was that you can never connect emotionally or meaningfully with customers by conceiving great marketing. No segmenting, strategy, technology or psychological insight will deliver a great brand. You must deliver a great business. The brand will be the words and emotions people use to narrate it. Jobs focused on the cart, yet even today, most marketers confuse it for the horse.”

Try telling that to Obama. He’s out there with a slick marketing campaign directed as the so-called “Millenials” — and buy & large they ain’t buying it.


12 posted on 03/25/2014 9:08:02 AM PDT by Tallguy
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To: Star Traveler

The topic is branding. That was where the violation was. Thanks for mac culting...


13 posted on 03/25/2014 9:09:43 AM PDT by a fool in paradise (The Texas judge's decision was to pave the way for same sex divorce for two Massachusetts women.)
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To: a fool in paradise

Thanks for your Apple-hating too ... LOL ...


14 posted on 03/25/2014 9:16:10 AM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: a fool in paradise

No no no.

Steve Jobs loved trademarks.

He staked the future of iPple on holding a trademark for white rectangles with rounded corners.


15 posted on 03/25/2014 9:21:15 AM PDT by MrEdd (vHeck? Geewhiz Cripes, thats the place where people who don't believe in Gosh think they aint going.)
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To: Star Traveler

I have a ipad and my phone is android. Competition creates innovation.


16 posted on 03/25/2014 9:26:31 AM PDT by Josa
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To: a fool in paradise
Really a nuisance suit by the Fab Four. Apple never produced any music. They did start an online music store. It would have been as if Tower of Power sued Tower Records.
17 posted on 03/25/2014 9:31:30 AM PDT by SoCal Pubbie
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To: Star Traveler

I heard someone say recently that Jobs basically didn’t care what people wanted to buy. He decided what they wanted to buy and then created it.


18 posted on 03/25/2014 9:31:53 AM PDT by killermosquito (Buffalo, Detroit (and eventually France) is what you get when liberalism runs its course.)
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To: SoCal Pubbie

Apple Corp got into movies, clothing, and all sorts of branded products.

When the computer firm started up, they were met with a challenge. The negotiated settlement had Apple Computer agreeing to stay out of music (MIDIs and more).

Now the distribution channel IS “itunes”. Plenty of unsigned bands have a distribution deal through Apple’s music site.


19 posted on 03/25/2014 9:35:00 AM PDT by a fool in paradise (The Texas judge's decision was to pave the way for same sex divorce for two Massachusetts women.)
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To: Josa

I’ve got a couple of close relatives who have Android phones, so I can do some close comparisons. I just have to say - after my comparisons - I just can’t ever envision myself with an Android phone.

I’m afraid I would probably feel depressed, have to go on Prozac, feel like I had descended into the category of trailer park trash and would be seeking to end my life ... LOL ...


20 posted on 03/25/2014 9:38:19 AM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: killermosquito

I see he had excellent tastes ... :-) ...


21 posted on 03/25/2014 9:39:17 AM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: a fool in paradise
Actually, Apple Computers was named after the Apple Record label. Apple Computer signed an agreement with Thorn-EMI, Ltd., that prohibited Apple Computer from ever becoming involved in the sale or distribution of music. Years later, that agreement was modified allowing Apple Computers to do what they are doing, in return for sizeable "consideration" given to Thorn-EMI.
22 posted on 03/25/2014 9:43:34 AM PDT by Lonesome in Massachussets (In the long run, we are all dead.)
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To: Star Traveler

“I’ve got a couple of close relatives who have Android phones, so I can do some close comparisons. I just have to say - after my comparisons - I just can’t ever envision myself with an Android phone.”

My android phone is over two years old. My wife has the latest iPhone. I still prefer my old android over the iPhone 5.


23 posted on 03/25/2014 9:50:11 AM PDT by TexasGator
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To: TexasGator

Well ... kudos to your wife ... :-) ...


24 posted on 03/25/2014 9:57:32 AM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: Star Traveler
I’ve got a couple of close relatives who have Android phones, so I can do some close comparisons. I just have to say - after my comparisons - I just can’t ever envision myself with an Android phone.

To each his own. Apple folks are loyal to the point of total non-objectivity. I have a Google Nexus 7 tablet which is equal or better than an iPad for about half the cost. I like Apple but there's some great Android stuff out there.

Apple is a bit overrated - I've had several friends come to me breathlessly telling me what their iPhone/iPad/etc can do and I'm like oh yeah my Android device does that too yawn.
25 posted on 03/25/2014 9:59:34 AM PDT by over3Owithabrain
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To: Star Traveler

For later.


26 posted on 03/25/2014 10:00:18 AM PDT by cornfedcowboy
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To: over3Owithabrain

Being ... “objective” and what I see and have experienced you can beat Apple’s ecosystem for its interaction and tie in with everything else and really fulfilling the sires’ needs.

I can run movies from my computer to the iPad or iPhone. I can play the music from my cloud, or the computer or on the TV and through the iPad - or from the iPad (or iPhone) to the TV and stereo system.

I can interact on one device and have it automatically show up on another device, keeping all devices integrated and up-to-date. I can mark a web page on one device - and then find that same web page open and waiting for me on another device.

I can go on and on ... but the fact of the matter is that it’s a pure joy for the users to “use” and operate. I can’t even begin to over-emphasize this enough, even if I tried. It simply “works” for the users with minimal effort.

NOW .. I’ve heard of other people using different devices going through “contortions” to get some of this same kind of stuff to work on their devices - but it’s DEFINITELY not for the “faint of heart” ... :-) ...

You’ll find that the vast majority of users appreciate this integration, ease of use and not having to be a nerd in order to get all this working “together” smoothly.

Apple absolutely EXCELS in this!


27 posted on 03/25/2014 10:47:32 AM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: Star Traveler

A company worth a trillion dollars did something right I would say.


28 posted on 03/25/2014 1:54:24 PM PDT by Organic Panic
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To: Zeneta

Quite right ...


29 posted on 03/25/2014 2:39:36 PM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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To: Organic Panic

Bingo!


30 posted on 03/25/2014 2:40:49 PM PDT by Star Traveler (Remember to keep the Messiah of Israel in the One-World Government that we look forward to coming)
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